iWorld
Amazon Prime Video is India’s most-viewed OTT platform in February
MUMBAI: Amid a large number of OTT platforms, Amazon Prime Video was the most-viewed one in India for the period between 12 February and 3 March. A survey done by market research and analysis company Velocity MR has revealed the high popularity of the international player, which is leaving no stone unturned to make big fortune in the country.
2,100 participants based in top Indian metro cities including Delhi, Kolkata, Mumbai, Hyderabad, Bengaluru, Chennai, Ahmedabad and Pune were surveyed. The findings revealed that more than 70 per cent of respondents claimed to watch Amazon Prime regularly at least once a week while 56 per cent watched Netflix and 50 per cent of them watched Star India-led Hotstar.
According to a report by Inc42, Velocity MR managing director Jasal Shah said Amazon Prime has built its popularity on the back of its partnership with telcos which makes the service cheaper compared to other subscription based video on demand services.
He also added that Netflix’s demand rose due to its originals. As the OTT platform has announced eight more Indian originals, the popularity is not going to fall down anytime soon. On the other hand, Hotstar’s viewership was mainly high on sports content. With IPL starting from 25 March, the viewership of Hotstar is expected to increase more.
Among other OTT platforms, Voot had a viewership of 28 per cent, Eros Now stood with 17 per cent, ALTBalaji with 13 per cent, Viu had 9 per cent, Sun NXT had 7 per cent and TVF had 6 per cent viewership.
iWorld
Uber spotlights Rs 25 bike rides with music led IPL campaign
Uber uses 15 second music films with Divine and Roll Rida to push Rs 25 rides
MUMBAI: In a season where ads usually swing for sixes with celebrity spectacle, Uber has chosen to play a clever single sharp, fast, and straight to the point. Uber has rolled out a distinctly stripped-down IPL campaign, putting its product Uber Bike rides starting at Rs 25 for up to 3 km front and centre, rather than leaning on big-budget storytelling. The campaign features hip-hop artist Divine in Mumbai and Roll Rida in southern markets, using music as the primary vehicle for recall.
IPL advertising has long been dominated by high-production narratives packed with cricketers and film stars. Uber’s approach flips that playbook. Instead of elaborate storytelling, the brand opts for 15-second music-led films quick, rhythmic bursts designed to mirror the pace of urban mobility itself.
The message is deliberately simple, affordable, fast rides that cut through city traffic. No layered plots, no extended build-up just a functional promise delivered with cultural flair.
In the Mumbai-led film, Divine zips through traffic on an Uber Bike, turning the Rs 25 price point into a hook with his signature wordplay around “pachisi”. The campaign cleverly reframes affordability as a moment of delight, the kind that leaves commuters with a “32-teeth smile” after beating traffic at minimal cost.
Meanwhile, Roll Rida’s version leans into southern sensibilities, blending Telugu and Tamil influences with high-energy visuals. Set to the beat of tape drums, the film celebrates how low-cost rides can unlock a more connected and vibrant city experience. Together, the films reflect a conscious push towards regional authenticity, rather than a one-size-fits-all national narrative.
The campaign also signals Uber’s sharper focus on India’s growing bike taxi segment. While the company offers multi-modal services spanning cars, autos, metro integrations and intercity travel, this push zeroes in on two-wheelers as a key growth lever in dense urban markets.
By anchoring the campaign around a Rs 25 entry price for short distances, Uber is targeting everyday commuters, particularly younger users navigating congested cities where speed and cost matter more than comfort.
With IPL advertising clutter at its peak, even the most straightforward message risks getting lost. Uber’s answer is to embed the proposition within culture using music, regional nuance and repeat-friendly short formats to drive recall. The creative team has also layered subtle visual cues including multiple references to “25” within frames encouraging repeat viewing and reinforcing the core message without over-explaining it.
The campaign reflects a broader shift in advertising priorities. As attention spans shrink and media environments get noisier, brands are increasingly favouring clarity over complexity and speed over scale.
Uber’s IPL play may not shout the loudest, but it lands where it matters in the everyday commute. Because sometimes, in a marketplace full of grand narratives, a Rs 25 ride is story enough.
